The Fongcha Tea Branding Uses Abstractism to Communicate Calm

By: Rebecca Byers - Jan 22, 2016
References: thedieline
Fongcha Tea is an elegant tea brand that boasts ethereal, serene packaging designed to evoke feelings of calmness and relaxation. Based in Taiwan, Fongcha Tea uses packaging to help its product range stand out in a crowded market.

Aimed at transporting consumers to a serene place, the brand's logo is a bright green outline of an abstracted animal that adds a bit of whimsy to the entire experience. Otherwise, the packaging is sleek in black and white aside from the labels that feature brightly colored abstracted landscapes. In using delicate, haphazard illustrations in juxtaposition to the severe lines of the boxy packaging itself, the designer Nio Ni is able to recall the contentedness of passive childhood daydreaming.